How to wear the multiple hats of a business owner with ease

How to wear the multiple hats of a business owner with ease

By Emma Donovan

Posted on 7th May 2019

As a business owner, you have to wear multiple hats and learn to focus on the ones that are most important right now – acknowledging that they will change along the way. As we approach Yellow Door’s fifth birthday, my top two are securing new clients and leading strategy workshops. In this blog post I’ll unpack this a bit further, share some tips that keep me on track.

My new business director hat

YellowDoorCo-105

About 14 months ago we decided to focus on attracting not just bigger clients, but the right clients. Clients that share our values and want a strategic marketing partner to add value to their business over time.

 

I spend more than half of my time on this – and no two days are the same. It ranges from coming up with ways to improve our offering and how we position Yellow Door to networking, meeting potential clients and pouring over spreadsheets!

 

It’s taught me to have patience, to have courage and to really play to my strengths of woo, ideation and communication.

My strategy hat

pooh

This is how I feel when I wake up to run a strategy workshop! In fact, I love everything about them:

 

  • Collaborating with brilliant minds – our clients, our team and often a consultant or two to bring a fresh perspective
  • Quality time – phones are off, and the rest of the world can wait
  • Thinking on my feet – we often go off script, and that’s when the magic happens
  • Creativity – whether it’s a brand story, a marketing plan or a campaign; it’s starting with a clean slate and crafting something new
  • Discovery – we get to learn about an array of industries, suggest ways to incorporate new trends, and improve our offering along the way

Four more hats

In a typical day at the office I also wear hats of an editor, mentor, partner and planner. And the secret is to get the balance right between them. It takes practice, and is a work in progress, but here are seven tips that have helped me to stay sane:

 

  • Start the day with a priority list not a to do list
  • Stay agile
  • Surround yourself with people that you can learn from
  • Ask for help, don’t try to do it all yourself
  • Celebrate the small wins as well as the big ones
  • Set goals
  • Find the balance between the big picture and what needs to happen today

 

If you’d like to work with Yellow Door or find out more about our strategy workshops, pop me an email: emma@theyellowdoor.co.za and we can connect over coffee or Skype.

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Being part of a great team makes copywriting better

Being part of a great team makes copywriting better

By Danielle Scheepers

Posted on 10th April 2019

Ernest Hemingway once said, ‘There is nothing to writing. All you do is sit down at a typewriter and bleed.’ Of course, we are so much more evolved now – we bleed in front of screens.

Dramatic? Granted, but only a little. Writing can be difficult, it takes a lot of focus, and creatives are not known for this trait! The challenges involved in being a digital marketing copywriter in particular include the need to churn out great work at a break neck pace.

 

There is one advantage that Hemingway didn’t have access to which Yellow Door has, an incredible team. Every person in the office plays a specific role in creating authentic, compelling content for our diverse clientele. What follows is insights that I have gained in my time as Yellow Door’s resident copywriter.

Strategy

Not all writers are strategists, but marketing is all about strategy. The fast pace at which the digital world moves means that copy needs to hit the bullseye every time. The only way to make sure that it does so is knowing what information and direction to give the audience and which platform to use.

 

In order to implement this, our team gets together every Tuesday to strategise about a particular client or project and how we can improve our offering. Being part of a small team, everyone has space to share their ideas, and the client benefits from the input of a host of marketing experts with varying skills. For copywriters, this is golden, because it is an opportunity to listen, learn and gain fresh perspective and insight into how to tell the brand’s unique story.

Input

Another notable benefit of such a tight knit agency is having direct access to the bosses. Dom and Em are both incredible in their respective roles and contribute greatly to my growth as a copywriter.

 

Em is our new business director, which means that her focus is always on the horizon. She shares insights and new ventures with the team constantly. Her input into brand guides and company profiles are what refine and direct the process to bring the final product together.

 

Dom, our managing director, directs the daily workflow. This is invaluable, as it keeps things on track. She makes certain that deadlines are achievable and provides encouragement and input into every project. Because, let’s face it, creatives need boundaries!

The YellowDoor Co-74

Play

As I mentioned earlier, writing can be a difficult practice. Writers are very often their own worst critics. It helps to have a team of people with which you are able to commiserate and also have fun with outside of work.

 

As a team we have danced, celebrated, gone bowling, eaten pizza, hiked and took part in activities that aren’t at all work related. Ultimately, this is almost as important as office hours because it leads to freer thinking and more inspired creativity.

Support

We all deliver the best we can, but there are times when deadlines are tight and things become too demanding to handle alone.

 

Team dynamics at Yellow Door are easy going and we have each other’s backs, pulling together to pick up slack. This gracious dynamic allows for growth and development and a better creative environment. As the resident writer, it takes the pressure off to know that we, as a team, are shoulder to shoulder in carrying the vision of the agency into the future.

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Well Red

Well Red Wine Magazine

A strategy case study

2019

Well-Red_Logo-Red

Well Red is an upcoming online wine publication that produces relevant, relatable and real content. It aims to steer away from typical wine journalism that is often elitist, to offer content that will appeal to all wine lovers, no matter what stage of their wine journey they’re at.

Brief

  • Develop a comprehensive marketing strategy

Deliverables

  • Defined Well Red’s sustainable competitive advantage
  • Identified primary and secondary target audiences
  • Defined key messaging
  • Clarified key brand positioning
  • Explored ways to effectively use relevant touch points
  • Mapped out a detailed three-month marketing plan

Like what you see? Let us know how we can help you!

Team feedback

“Well Red is a bold and honest brand that immediately stands out from the crowd. I loved helping to clarify the strategy and media direction for a wine publication that aims to make a difference, in what is often seen as an elitist and exclusive industry.”
Janine Langheim

Die Woud

Die Woud

A strategy case study

2019

Die Woud

Die Woud is a reputed and beautiful venue in Caledon, creating unique events for both individuals and companies seeking a novel and unforgettable experience.

Brief

  • Clarify the Die Woud brand positioning
  • Identify ways to raise awareness that the venue can host other functions
  • List ways to improve the website
  • Create a detailed three-month strategy

Deliverables

  • Completed competitor and benchmark research
  • Drafted list of alternative functions
  • Identified and detailed target market segments
  • Created key messaging per platform
  • Completed a full website audit
  • Brainstormed extensive list of blog post topics

Like what you see? Let us know how we can help you!

Team feedback

"Putting together a detailed marketing strategy for Die Woud was a great deal of fun. I especially enjoyed conceptualising creative ways in which this amazing venue can be utilised going forward."
Kirsten Meintjes
Project manager

Asara Wine Estate & Hotel

Asara Wine Estate & Hotel

A strategy case study

2019

Asara_1

An award-winning wine estate and 5-star hotel in the heart of the Cape Winelands with breath-taking views and a tranquil atmosphere.

Brief

  • Understand the Asara brand in its current form to create a holistic strategy to support the vision for the next chapter
  • Create a more cohesive company culture
  • Improve internal communication
  • Help the Asara team achieve excellence
  • Conceptualise an external marketing strategy for the hotel, winery and restaurants

Deliverables

  • Interviewed 30 staff members to understand the brand, challenges, and what could be improved on
  • A three-part strategy:
    • unpacked core values and developed a brand guide
    • identified industry experts to partner with/ provide training
    • created a marketing and communication plan, covering the brand, website, newspaper, newsletter, social media, PR, video, communication with guests

Like what you see? Let us know how we can help you!

Team feedback

"This was one of my favourite projects as it was a complex brief, intellectually challenging and despite being a world class established brand, there was lots of scope for improvement and creativity from our team."
Emma Donovan

me•mi Jewellery

me•mi Jewellery

A strategy case study

2018

memi

me•mi Jewellery is a personalised jewellery store situated in the heart of Cape Town. Designing individualised pieces made to order, from the highest quality materials, a custom me•mi piece is the obvious choice of gift for a variety of special occasions.

Brief

– Clarify the me•mi brand positioning and USPs
– Identify ways to raise awareness that, in addition to name necklaces, me•mi can customise many other unique pieces of jewellery
– List ways to improve the new website

Deliverables

– Performed a SWOT analysis
– Created a detailed three-month marketing strategy
– Identified key target market segments
– Suggested key messaging to focus on for each digital platform
– Listed possible blog post topics
– Submitted a comprehensive website audit
– Generate an increase in sales

Like what you see? Let us know how we can help you!

Testimonial

"The me•mi strategy was a fun project as the personalised jewellery is so unique. The launch of the new website went off smoothly with a big push for sales over Spring weekend. The project was not without its challenges as the market for luxury goods in the current economy is not great at the moment but the brand is innovative and we are doing everything we can to push those sales leading up to the Christmas rush."
Dominique
Project manager